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How to Drive Customers from a Yogurt Lid to a Website

Posted By Holly Buchanan On February 18, 2008 @ 1:20 pm In Copywriting,Driving Points,Improving Conversion,Multichannel Marketing,Offline Persuasion | 4 Comments

the purple cow bluesI don’t have a strong allegiance to any one yogurt brand. I enjoy yogurt and eat it fairly often, but I usually bounce between brands. Recently, though, Stonyfield Farm had a unique opportunity to convert me into a full-time customer.

Right there on the lid was this note:

“Profits for the Planet — You can’t have healthy food or healthy people without a healthy planet. That’s why we give 10% of our profits to efforts that help protect and restore the Earth.”

Wow, what great messaging! It was right there, front-and-center on the top of my yogurt. There was no way I could miss it.

But they missed a real opportunity. I’d like to know more about what they’re doing to help protect and restore the planet. Why not have a link to the website? Alas, it was a dead-end message.

How much more powerful might this have been had Stonyfield Farm considered the tops of their yogurt container to be a driving point. What if they included a call to action to visit their website [1] to find out what they’re doing [2] to protect the Earth?

If I weren’t in marketer-Holly mode, I’d have likely never thought to go to Stonyfield Farm’s website, but there’s lots of great stuff [1] there that could engage consumer-Holly.

Are you missing opportunities to drive customers to your website?

[Editor's note: Join "copywriter-Holly" at our Persuasive Online Copywriting seminar [3] on March 28th in San Francisco.]

Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2008/02/18/how-to-drive-customers-from-a-yogurt-container-to-a-website/

URLs in this post:

[1] website: http://www.stonyfieldfarm.com

[2] what they’re doing: http://www.stonyfield.com/EarthActions/GivingProfitstothePlanet.cfm

[3] Persuasive Online Copywriting seminar: http://www.futurenowinc.com/poccta0308.htm?utm_source=GrokDotCom&utm_medium=Post&utm_content=Link-1282&utm_campaign=POCCTA0308

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